#WeighThis: Integrated Campaign
Lean Cuisine changed everything about the brand when they pivoted from diet to healthy lifestyle, incorporating gluten-free, non-GMO, organic and other speciality ingredients. The #WeighThis campaign brings together real women and asks them to focus on what really matters: their accomplishments.
Shortlisted at Cannes.
Act II – Experiential
We received so many fantastic responses to the film that we decided to put them on display. We worked with an artist to hand-paint them on scales and install them in Grand Central Station.
Act III – Tech Innovation:
The last step in the campaign separated Lean Cuisine from diet for good with filter that removed the word from TV and the internet.
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